Writing for the Web
Writing for the web is different from writing a brochure or guidebook. We read web content differently:
- We skim text rather than reading it deeply.
- We read a web page on our way to accomplishing another task.
Voice
The Libraries' voice is our overall personality: business casual. We are professional but not stuffy.
Keep It Brief
Write in short paragraphs. Use bulleted lists where it makes sense.
Why aim for brevity? When confronted with a "wall of text," users tend to comprehend about 20% of it.
For pages like news articles or in-depth guides, where you can realistically expect the user is reading every word and not hunting for specific information, longer paragraphs are okay to use.
Use Headings
Break up your text with headings so your page is easy to read.
Use title case for headings and page titles, unless it's a sentence or long phrase — then use sentence case.
Please don't:
Fines and fees
Why Should You Use Citations?
Please do:
Fines and Fees
Why should you use citations?
View Content Organization for more examples of improving readability.
Use Plain Language
The goal of our website is to help users get what they need quickly. Simple language lowers the user's cognitive load. Plus, plain language is easier to understand for users whose first language is not English.
Please don't:
Submit your request no later than December 12.
Animals are not allowed, with the exception of service animals.
This is inclusive of...
Prior to...
Please do:
Submit your request by December 12.
Animals are not allowed, except for service animals.
This includes...
Before...
List of plain words and phrases from PlainLanguage.gov
Use Positive Language
If you're describing something a user can't do, try to focus on what the user can do.
Please don't:
From 8am–5pm on weekdays, this room is not available as study space.
The lab is not currently taking reservation requests.
Please do:
This room is available for open study on weekdays after 5pm and all weekend.
The lab will be reservable starting in Fall 2020.
Use the Active Voice
Wherever possible, avoid the passive voice by making it clear who does or can do the action.
Please don't:
The 3D scanner can be checked out at Ask Us.
Please do:
You can check out the 3D scanner at Ask Us.
Use Inclusive Language
By using language thoughtfully and intentionally, we can create a more welcoming environment for everyone in our community. Use words and phrases that are respectful and affirming of various identities, backgrounds, and experiences
Please don't:
Use the word handicapped to describe people with impaired or limited physical, mental, or cognitive abilities
Please do:
Use the term disabled or person with a disability.
View the Writing With Everyone in Mind Accessibility Guide for more information and examples of inclusive language.
Skew Informal
Web writing is more intimate and less formal than academic writing. We're not saying you have to communicate only with emoji, just that a more casual tone makes web content more readable and welcoming. Remember that our voice is "business casual."
Please don't:
Faculty are encouraged to seek out consultations with research librarians.
Please do:
We encourage faculty to schedule consultations with research librarians.
Skip the Welcome Text
Convey a sense of welcome with your language choices, not with a paragraph that describes what users will already see is on the page. Feel free to dive right into the topic.
Please don't:
Scholarly and Popular Materials
On this page, you will find information about scholarly and popular materials.
Please do:
Scholarly and Popular Materials
When you're conducting research, it is important to distinguish between...
Next: Creating Web Content